Premier Global Services' Tricia Robinson explains why you should create your own email list.
You wouldn't cross the street without looking both ways, so why throw your company into on-coming traffic with rented email lists? Rented lists are never going to be as effective as your own house list. Additionally, rented lists can lead to deliverability issues and brand damage.
If you're like most people, you quickly trash or mark unrecognized email as spam. The result of recipients clicking the "This is spam" button a few times could lead your campaigns to be blocked. When you send your next permission-based email to a different set of recipients using the same ISP, it doesn't matter if they are eagerly awaiting your message-- they won't receive it.
The best list is one you create yourself. Yes, it takes time, but it will pay off big in the long run. Here are a few tips to keep in mind:
Make them want to join. People like things that are easy, free and beneficial to them. Entice potential subscribers by offering a free report or by clearly stating how they would benefit by joining this subscription. Also, make sure the sign-up process is smooth and easy. Test it often and keep it simple.
Make the opt-in visible. The first step is to make sure an opt-in to your company's e-newsletter or other e-communication is located in a highly visible place on your website, such as your home page. If you are introducing a new e-newsletter or updating an old one, it is advantageous to create a pop-up that invites visitors on your website to subscribe. You may even consider adding an encouragement to opt-in on every page of your website. Remember, the more obvious the permission request, the more valuable the name and address will be.
Make content informational. Inboxes are inundated with emails. Make sure your subscribers look forward to receiving your emails. Providing informational or industry relevant content like tips and tricks will encourage subscribers to remain interested and might also lead a subscriber to share the message with others. And this leads to the next step.
Promote viral forwards. Promoting a reader's ability to forward the original email message to a colleague is a way to spur acquisition and drive response rates. Be sure to display the forward-to-a-friend option in a prominent area. Once the message is forwarded, provide the new recipient with the ability to subscribe.
Utilize lists from different divisions. The best lists always come from your customers. Just make sure to ask permission. In-house lists are also a good bet because your recipients are already interested in your product and know your company.
Partner with other businesses. Partnering with an affiliate will provide email users the opportunity to opt-in to your email communications, while subscribing to their other favorite industry sites. This includes industry publications to which you could submit an article. Remember to include a link in your article for potential subscribers.
Once you have built your list, or if you have an existing list, be sure to keep the names fresh before your list becomes stagnant. It is normal and almost expected for lists in every market to experience stagnation. The worst thing you could do is to obtain a rented list. Instead, reevaluate your list management strategy. Approach it with a fresh outlook and shock your list back to life. Here are a few tips to help give your old list a boost:
Force yourself to make a change. It's easy to develop email campaign habits. Why fix something that's not broken, right? Wrong! It may be working today but before you realize it, your list will have peaked and started to become obsolete. You must continuously work to build your list and move toward more desirable results. Understand your campaign might need a breath of fresh air, and you can provide that from within. If the current method isn't working, develop a new method that is dedicated to the growth of your list.
Be proactive, not reactive. Stay on top of the game by closely monitoring all activity and tracking results. Don't get too comfortable with your current list or your numbers will drop and leave you searching for reasons why. Be proactive by developing a system specially designed to measure your results. This will combat list churn, and provide you peace of mind, knowing your list won't shrink faster than you can add new members to it.
Never stop growing. Plan and expect your list to keep growing all the time. Have a strategy in place to promote your list (refer to above tips on creating your own list). Your list will not grow itself; you have to plant the seed and water it too. Learn to expect losses. People may change email addresses and fail to update their profile or members may unsubscribe. Overcome these losses by having a plan of action that will always ensure the growth of your list.
If you haven't gotten the message yet, I'll put it in simple terms. DO NOT use email name harvesters. There may be an initial pay-off, but the long-term damage is expensive. Send email to people who have given you permission or those that your company has a pre-existing business relationship.
Tricia Robinson is VP, marketing and strategy for Premiere Global Services. Read her full bio.